New Brand | G.V.G.V

September 30, 2013


Known for it’s uncannily perfect mixture of masculinity and femininity, G.V.G.V. has been steadily climbing the ladder in Tokyo’s fashion industry, and is now surfacing and presenting itself as a global fashion label worthy of (a lot of) attention. In 1991, designer, Mug laid down the framework and basics of what eventually became G.V.G.V. after graduating from Tokyo’s Kuwasawa Design School. And now, the brand has been known to collaborate with popular fashion giant UNIQLO, designing a variety of pieces for their 2007 and 2008 Spring and Summer collections.


Each season, Mug designs a new collection based on her personal experiences and visions. For this upcoming Fall and Winter Season, Mug has creatively tied in a theme of “Bondage” into her clothing by including bondage prints, leather straps, and artistic renditions of John Willie’s bondage artistry on the fronts of various T-shirts and sweaters. And to balance this rather scandalous theme, Mug has included an appropriate amount of plaid and houndstooth to keep the balance in check. Mug has also incorporated her bondage-related designs on coffee mugs (hah) and iPhone cases. See below for some of our favourite G.V.G.V. Fall/Winter 2013 pieces, all of which are available at Coup Boutique.


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